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Brand management and persuasion strategy for recovery : the case of a non-profit organization.

dc.contributor.author

Lee, Celine Pei Zhen.

en_US

dc.contributor.author

Chew, Audrey Qian Ru.

en_US

dc.contributor.author

Goh, Diana Luan En.

en_US

dc.date.accessioned

2008-09-24T07:41:19Z

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2008-09-24T07:41:19Z

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2006

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dc.date.issued

2006

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http://hdl.handle.net/10356/10219

dc.description.abstract

The primary motivation of this study is to explore the recovery possibilities for a non-profit organization that has undergone a publicized crisis. There is very little research that point towards this direction, although not the same can be said for the profit organization. Our group has identified this gap and therefore decided to embark on this research.
The objectives of this study are to explore the donor’s opinion towards the components of Brand Management and understand the Donor’s Cognitive Process with regards to a non-profit organization, in the aftermath of a publicized crisis. The National Kidney Foundation (NKF) has been used as a case for design of this research.

en_US

dc.rights

Nanyang Technological University

en_US

dc.subject

DRNTU::Business::Advertising::Product

dc.title

Brand management and persuasion strategy for recovery : the case of a non-profit organization.